For higher visibility and wider reach, outdoor car parks in high-traffic city areas were chosen to execute the campaign. This would help reach out to the bulk of our target audiences – who are car owners – and also pedestrians passing by.

The communication goal was to attract customers to the new Nikko miniature car showroom, working within an advertising budget of S$6,000.

The campaign was carried out for one week. 92% of the passers-by stopped for a closer look. The new Nikko showroom saw an 84% rise in patronage over that week. A 79% increase in sales was also reported, with Lamborghini models being snatched up on the first day.

The message was: Nikko lets you “own” your dream cars at affordable prices. To convey the message, the creative strategy was to put real famous cars up for sale at an eye-popping low price of $69. While the beauty of the car would stir up fans’ desire to own it, the low price would urge them to buy it right away, albeit a much smaller one.

The campaign targeted car lovers and mini car replica collectors. Facing a restricted budget, the media challenge was to find a cheap yet powerful medium that would communicate to the target audiences effectively. Instead of turning to traditional below-the-line media, our solution was simple: place the ads outdoors on real cult cars.

Because nothing captures the target audiences’ attention better than beautiful renowned cars. Furthermore, this medium was absolutely free, as only cars parked outdoors were used.

Colourscan Co